Intrepid Travel Opens New Chapter with Book Launch & Toronto Office Open House

Fast-growing small group adventure travel company Intrepid Travel welcomed guests to its new office space in Toronto, showing off the comfortable, 8,000 square feet digs while also launching its first book – The Intrepid List – 100 Uncommon Experiences To Change The Way You Travel.

The coffee-table style book builds on the marketing success the company has enjoyed through storytelling — an essential of travel marketing for its ability to create an emotional connection with travellers, and to drive booking decisions through deeper engagement.

Some of the stories and pictures in the book are sourced from Intrepid staff members, who enjoy a wide range of story-worthy experiences 

On hand for the event was Leigh Barnes, the company’s recently appointed President of the Americas and Chief Customer Officer; Matt Berna, Senior Vice President USA; and Christian Wolters, President, Canada, and GM Marketing North America.

Barnes has been with the company for 15 years. His first role was as Intrepid’s sole social media coordinator. “Now there are 90 people doing that job,” he told Travel Market Report Canada.

Barnes is moving soon with his wife and young daughter, from Intrepid’s global headquarters in Melbourne, Australia to its new Americas HQ in Seattle. But he’s no stranger to Toronto, where he lived and served in senior marketing roles with Intrepid from 2013 to 2018.

The Americas is “the future” for a company with an ambitious growth agenda, Barnes said. “Canada and the U.S. was up 60% year over year, and Barnes is anticipating revenues of $50-$60 million from Canada alone. 

Overall, the company aims to double its yearly customers to 600,000 and achieve over $1 billion in annual revenue by 2030, with 1% of revenues given directly to environmental and social purpose initiatives. The company currently offers more than 900 itineraries on all seven continents and employs over 2,900 people in 35 global offices. 

The brand is also being extended through thousands of day trips created by 27 Intrepid-owned destination management companies. In Australia and Vietnam, Intrepid has acquired hotels, and has plans to get more involved in accommodations in the places where it operates the most tours.

Barnes said Toronto is important not just because of the Canadian market for Intrepid, but as a global hub for the small group adventure travel industry. “G Adventures has done a great job of building the market here. And Exodus, Explore and Quark are here too. Toronto has really become an important centre for this industry.”

The new office space near Toronto’s Queen and Spadina will accommodate up to 100 employees. The company currently employs a total of 163 across North America, and hiring continues apace. “This isn’t just an office — it’s the launchpad for the next chapter of Intrepid Travel in North America,” said Barnes.

The company’s rapid growth post-pandemic is due to a number of factors, said Barnes. “We’ve been telling great stories and building the brands. We offer a product that is sustainable and supports the places we visit. We have a very high Net Promoter Score.”

He added: “The market is also moving toward us. More and more people want to have real experiences in their travels. They want local engagement and positive impact from money going to communities.”

The Intrepid List is the first of many planned books in partnership with Hardie Grant Explore. Barnes said plans are to produce three to six per year, with future volumes focused on country or region-specific content. 

The company says the book are designed to appeal to intrepid travellers – “the explorers, thrill-seekers, foodies and festival-goers – those that have a curiosity about the people and places that make up this amazing planet.”

Barnes also offered a message to Canadian travel advisors looking to extend their own brands by offering Intrepid’s socially conscious, locally focused travel offerings. “We’re here, we’re growing fast and we pay good commissions.”